--- title: "Bonds vs Step One: Which is searched more in Australia?" description: "Is Bonds or Step One more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/bonds-vs-step-one" publisher: "Brandwave" --- # Bonds vs Step One: Which is searched more in Australia? Is Bonds or Step One more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Bonds and Step One - **Competitive set**: Underwear brands - **Market**: Australia - **Month measured**: Sep 2026 - **Bonds Share of Search**: 24.1% - **Step One Share of Search**: 16.5% ## Is Bonds or Step One more popular in search? - In September 2026, Bonds had more branded searches than Step One among underwear brands in Australia. Bonds had about 17,700 branded searches, while Step One had 12,100. Bonds made up 24.1% of all underwear brand searches we track, and Step One accounted for 16.5%. - The lead changed hands 2 times in the 12 months ending September 2026: Step One took it in November 2025, Bonds took it in December 2025. - Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands in Australia moved from 21.9% to 24.1%, and its estimated monthly branded searches held steady at 17.7K. - Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia moved from 18.3% to 16.5%, and its estimated monthly branded searches moved from 14.8K to 12.1K. ## Top underwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bonds was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Step One was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bonds was listed before Step One in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Bonds | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Boody | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Step One | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Jockey | 4th | 0 of 3 | 2 of 2 | 2 of 5 | | Calvin Klein | 5th | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about underwear brands - Asked ChatGPT "What's the best underwear brand in Australia?": 1. Boody, 2. Bonds, 3. Step One - Asked ChatGPT "Which men's underwear brand is the most comfortable?": 1. Step One, 2. Bonds - Asked ChatGPT "Where should I buy good quality everyday underwear?": 1. Boody, 2. Bonds - Searched Google, AI Overview "mens underwear": 1. Bonds, 2. Jockey, 3. Boody, 4. Calvin Klein - Searched Google, AI Overview "underwear": 1. Boody, 2. Jockey Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How did search popularity change for Australia underwear brands in September 2026? - In September 2026, Bonds gained share of searches among underwear brands in Australia, from 19.3% to 24.1%. - Step One’s share of searches among underwear brands in Australia has gained ground for 3 months in a row, from 10.8% to 16.5% in September 2026. ## Month by month | Month | Bonds estimated searches | Bonds Share of Search | Bonds rank | Step One estimated searches | Step One Share of Search | Step One rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 17.7K | 21.9% | 2 | 14.8K | 18.3% | 3 | | Nov 2025 | 22.5K | 18.2% | 3 | 27.1K | 21.9% | 2 | | Dec 2025 | 19.2K | 18.4% | 2 | 18.1K | 17.4% | 3 | | Jan 2026 | 15K | 20.9% | 2 | 12.1K | 16.9% | 4 | | Feb 2026 | 15K | 21.6% | 2 | 12.1K | 17.4% | 3 | | Mar 2026 | 15K | 15.3% | 2 | 12.1K | 12.3% | 4 | | Apr 2026 | 15K | 19.3% | 2 | 12.1K | 15.6% | 4 | | May 2026 | 15K | 14.1% | 2 | 12.1K | 11.4% | 4 | | Jun 2026 | 15K | 13.4% | 3 | 12.1K | 10.8% | 4 | | Jul 2026 | 15K | 19.9% | 2 | 12.1K | 16% | 3 | | Aug 2026 | 17.7K | 19.3% | 2 | 14.8K | 16.1% | 3 | | Sep 2026 | 17.7K | 24.1% | 2 | 12.1K | 16.5% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Bonds’ and Step One’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Bonds**: Measured on the search terms “bonds underwear” and “bonds undies”, summed into one figure. - **Step One**: Measured on the search term “step one underwear”. - [Bonds profile](/demand/au/brands/bonds) - [Step One profile](/demand/au/brands/step-one) - [All underwear brands in Australia](/demand/au/categories/au-underwear-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Bonds or Step One more popular in search? In September 2026, Bonds had more branded searches than Step One among underwear brands in Australia. Bonds had about 17,700 branded searches, while Step One had 12,100. Bonds made up 24.1% of all underwear brand searches we track, and Step One accounted for 16.5%. ## Cite this page Brandwave. "Bonds vs Step One: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/bonds-vs-step-one This page is also available as HTML at https://gobrandwave.com/demand/au/compare/bonds-vs-step-one. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.